But Enough About You . . . What Do You Think of Me?

By
Services for Real Estate Pros with NewPoint Media Group

by Rebecca Chandler

Recently, I was reminded of a line from the movie, "Beaches" in which a self-absorbed Bette Midler says, "But enough about me, let's talk about you,........what do you think about me?"   Look through some real estate advertising.  Does this line sound familiar?  Most do two things -

1. Present listing content.

2. Showboat the agent or broker

Today's consumers research almost every purchase decision.  They rely heavily on user generated reviews.  And, they make informed decisions when choosing products and services based on their own specific needs.  In other words, they are less interested in hearing about you and much more interested in hearing about what you mean to them.

In this  "other person centered" approach to marketing, what can you do to make sure your efforts are centered on your target audience, and not on you?  Take a look at your marketing and put yourself in the consumer's seat.  What DO they think of you?

Then, rework and target your messaging.

Who, specifically, am I trying to reach?  First time home buyers?  Move ups? Active adults?  Investors?  What is most important and absolutely "irresistible" to them?

Here are 5 things you can do to begin to connect with your target audience in a meaningful and relevant way.

  1. Stalk them. Put yourselves in their shoes.  Go where they would go - both online and offline.  Look for the specific ways they connect.
  2. Impersonate them.  Speak in their language.  Look for the things that would be most beneficial, valuable, absolutely irresistible for them.  Write them down.
  3. Go to marketing therapy.  Look at your marketing.  Does your website appeal to your target audience?  Impersonate your target audience and test their list of "irresistibles" against it.   Are you connecting?
  4. Do a makeover.  And, by the way, it's not about you.  The most prominent message in your marketing should be absolutely irresistible to your target audience.  Chances are, that's not your "#1 in Metropolis" status.  It's around the meaningful conversations you have with them - when you connect with them one-on-one.
  5. Go full throttle.  Once you've created your irresistible messages, PUSH your message in every media outlet and device that they use - your social network, websites, mobile sites, print advertising like ads, flyers, brochures, direct mail, events, display.  Talk to the right marketing professional like a Real Estate Book representative to help you get your message out effectively - and affordably.  Keep in mind that good advertising should never cost you money.  It should always make you money.  Track all your advertising for results and conversion to business.

By focusing on the needs of your prospective clients, your marketing will become more effective.  After all -

 "You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you."

 - Dale Carnegie

 

 
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Rainmaker
778,638
Jill Sackler
Charles Rutenberg Realty Inc. 516-575-7500 - Long Beach, NY
LI South Shore Real Estate - Broker Associate

I remember that line from one of my favorite movies. Marketing pros pay big bucks to learn to speak the language of their target audience.

May 30, 2013 11:10 AM #6
Rainmaker
876,884
Jane Chaulklin-Schott
TEAMCONNECT REALTY - (407) 394-9766 - Orlando, FL
TeamConnect Luxury Homes - Orlando, Florida, 32836
Great post, Rebecca. It is perhaps a magical ingredient in the field of business - perhaps even more, living happily on planet Earth - Enough about me...How about YOU... Good outline and important on contract to closing.
May 30, 2013 11:43 AM #7
Rainer
350,219
Jimmy Faulkner
Florida. Homes Realty & Mortgage - Wantagh, NY
The Best Of St. Augustine
Always go for the solution which is about their needs. They do not care what awards you have, they want to know what homes you have & lets go see them. The customer is all about themselves so let it be that way.
May 30, 2013 11:55 AM #8
Rainer
5,947
Robert Colella
Northwood Realty Services - Monroeville, PA

Great blog post Rebecca. With out the consumers there would be no need for us.

May 30, 2013 12:04 PM #9
Rainer
173,181
Marc McMaster
RE/MAX Centre Realty - State College, PA
Putting my clients before myself

Real estate marketing is behind in the fact that we need to appeal to the consumer not just talk about ourselves. 

May 30, 2013 01:01 PM #10
Ambassador
1,557,809
Karen Fiddler, Broker/Owner
Karen Parsons-Fiddler, Broker 949-510-2395 - Mission Viejo, CA
Orange County & Lake Arrowhead, CA (949)510-2395

I think it's so important to focus on the client and not ourselves. We need to make sure they feel comfortable with us and our experience, but we can do that without being blowhards. 

May 30, 2013 01:07 PM #11
Ambassador
4,308,314
Praful Thakkar
LAER Realty Partners - Andover, MA
Andover, MA: Andover Luxury Homes For Sale

Rebecca, you summed it up so nicely with Dale's quote! (And I do see a shift - it's about them!)

May 30, 2013 02:30 PM #12
Ambassador
2,011,443
Christine Donovan
Donovan Blatt Realty - Costa Mesa, CA
Broker/Attorney 714-319-9751 DRE01267479 - Costa M

Rebecca - Stalk them, impersonate them.  I like these ideas as a way to learn.

May 30, 2013 04:59 PM #13
Rainmaker
1,016,553
Aaron Hofmann
Atlanta Communities - Smyrna, GA
aka Mr. Smyrna Vinings

Clearly it's about the consumer and our future clients. Totally agree that you have to point out the benefits and advantages to them. Consumers are coming to your site to search for homes and learn about the area, not hear about how great the agent thinks he or she is.

May 30, 2013 05:02 PM #14
Rainmaker
2,282,432
Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Rebecca,

Clearly the message has to be about them, their wants and their needs.  Thanks for pointing that out and it never hurts to refer to Dale Carnegie

May 30, 2013 08:57 PM #15
Ambassador
1,208,334
Amanda Christiansen
Christiansen Group Realty (260)704-0843 - Fort Wayne, IN
Christiansen Group Realty

This is a great post Rebecca.  All business is about our clients, not us.  Thanks for the reminder.                                            

May 30, 2013 09:58 PM #16
Rainmaker
2,022,075
Andrew Mooers | 207.532.6573
MOOERS REALTY - Houlton, ME
Northern Maine Real Estate-Aroostook County Broker

People are busy. We provide information, a service. The better job we do with full detailed information about the local area, the property listings in it, the more trips to real estate closings will happen. More listings come in. Because you focus on more information, delivered with more images, video, helpful time, gas, money saving blogs. You the agent, broker, REALTOR are available round the clock and take the office, the local zip codes online to where the largest audience is. That job makes you shine, not the me me me I am the greatest, pick me themes. Those get sickening, waste time and are not helpful to the buyer, seller in the audience who want something. And will get it from you or some other little red hen in the audience.

May 30, 2013 10:03 PM #17
Ambassador
2,082,930
Fernando Herboso - Broker for Maxus Realty Group
Maxus Realty Group - Broker 301-246-0001 - Gaithersburg, MD
301-246-0001 Serving Maryland, DC and Northern VA

Is all about them. .is amazing home many deals I have completed in the past . .by just listening. 

May 30, 2013 10:51 PM #18
Rainmaker
791,394
Carol Zingone
Berkshire Hathaway Home Services Florida Network Realty - Jacksonville Beach, FL
Global Realtor in Jax Beach, FL - ABR, CRS, CIPS
I agree: it's about the consumer and what they want!
May 30, 2013 10:55 PM #19
Rainmaker
1,421,877
Michael Setunsky
Woodbridge, VA
Your Commercial Real Estate Link to Northern VA

Rebecca, good points. Consumers are interested in what you can do for them - WIIFM. Thanks for the reminder.

May 30, 2013 11:21 PM #20
Rainer
220,331
Suzanne Otto
Six Twenty Designs - Lansdale, PA
Your Montgomery County PA home stager

Good tips. Learning about what your target audience needs, allows you to fill that need. Hello business :)

May 30, 2013 11:52 PM #21
Rainmaker
445,322
Matt Brady
Finance Of America - Del Mar, CA
The Mortgage Answer Man

Great post, marketing the property is the point. No one goes online looking for a lender or Realtor, they go online looking for a 3 bedroom 2 bath with a pool.

May 31, 2013 12:51 AM #22
Rainmaker
1,183,970
Adrian Willanger
206 909-7536 AdrianWillanger-broker.com - Seattle, WA
Profit from my two decades of experience

Rebecca-couldn't agree with you more, people just want to know what's in for them, why should I hire you, they really don't care too much about what you did last year.

May 31, 2013 02:28 AM #23
Rainmaker
1,282,998
Edward & Celia Maddox
The Celtic Connection Realty - Queen Creek, AZ
EXPERIENCE & INTEGRITY - WE TAKE THE HIGH ROAD

The best success we have is show boating the homes for sale, and not the agent, until contact with client is made.

May 31, 2013 02:35 AM #24
Rainmaker
231,999
Helen and Larry Prier- Re-Max Gateway - Residential Real Estate
RE-MAX Gateway- Residential Real Estate Sales - Anacortes, WA
Anacortes & surrounding Skagit & Island Counties

rebecca, great tips. I will take another look at my website amongst other things.

May 31, 2013 04:32 AM #25
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